I Spent 72 Hours Studying How Hormozi made $100m in 5 days (Ads, Emails, Pages, Everything)

0:00In the last few days, Alex Hormozi has made about$100 million using this webinar approach. Now, I've screenshotted basically the entire process of how he did it. You know, what his websites look like, what his email sequences look like. And I brought on one of the best funnel guys I know to break it down with me so that you could take, you know, one insight, two insights, three insights from what he does and apply it to your business. One of the biggest problems about growing a profitable, sustainable business is getting customers. And if you can figure out how to get customers, how to convert strangers into customers, then it's going to make your life a lot easier.

0:41Alex Hermosi has done an incredible job at figuring that out. Today, I teach you exactly how he did it. And if you stick to the end, you will be a better business operator.

1:00All right, we got Jonathan Ice Cream from the Unscheduled CEO. What is it, the Unscheduled Podcast? Unscheduled CEO Podcast. There we go. So you're a podcaster now. I'm a podcaster. It's all I do. I have no other job. Jonathan, by the end of the episode, what the hell are we going to learn? I want to show you guys how product demos or webinars or live events can turn strangers into customers. So if you have somehow gotten the attention of some strangers on the internet, aka you have a bit of a following, but you're like, how do I just turn that attention into money? My favorite way of doing it is with product demos.

1:39There were some big examples of it this week from Nintendo and from Alex Harmozi, which is a really weird juxtaposition. So yeah, I want to talk about product demos. I want to talk about how you turn strangers into customers using demos, essentially live streams, Zoom calls, et cetera? What I want to do today is I've got the entire Alex Ramosi Money Models book funnel flow. And I want to expose that flow so that people can copy it. But I want your opinion on the flow. So I'm going to share my screen. I'm going to show you the flow. And I would love for you to kind of narrate why this is brilliant, dumb, what people can take away from it.

2:26How does that sound? Sounds amazing. Let's do it. Okay, so what are we looking at here? So this is probably one tiny sliver of the amount of emails Alex Harmozy sent. So when you're doing a webinar campaign, and most people don't know this, there's like three phases for a campaign like this. Phase one is the registration campaign. Phase two is the live while you're live campaign. Actually, there's four phases. Phase one is registration campaign. So this is for everyone who has not registered. Phase two is making sure the people who are registered know that the thing is coming up repeatedly. Some of this is built into Zoom already.

3:09They have the one day and one hour thing. Phase three is while you're live, you're telling people you're live. And these are little emails that are going out while you're live. You would have gotten at least four of these while Alex Harmozi is live. And then phase four is the actual public campaign post the webinar, post the live event, where you essentially show your audience the thing that you're selling and show them that they can get this stuff, etc, etc. Normally, if you're selling something that someone can buy immediately, the hack is to only offer something specific and special if they're still live.

3:50So if it's on the live stream itself. But yeah, that really depends. So the emails, I think that Alex Hermozzi probably sent approximately six pre-registration emails, four reminders during the live stream itself, four reminders for everyone who registered to join the live stream. And then we're currently in the phase where we're receiving the emails to get people to buy the bundle, which is usually six to ten emails. And from a copy perspective, what do you think about this? The subject line? I think that Alex Hermosi's subject lines are amazing. The style of writing that Alex Hermosi is using is called direct response marketing copywriting.

4:36It's a specific style of writing. And so when you ask me the question of is it good or is it bad or is it working, whatever, I think it's a really excellent version of direct response marketing copywriting, but it would be terrible for any business who doesn't want to be seen as a direct response copy marketing agency. but broadly direct response marketing that it uses this idea of hook story and offer so the hook will be the subject line in the preview and there's often some sort of story built into it that kind of gets you excited and then you're you're getting hit with the offer and sometimes it's like spread out over multiple emails where the first is the hook the second is the story and the final is the offer.

5:24But yeah, I think the writing style here is it's full of urgency. It's very clear as to what you're getting. And personally, I've screenshotted every single email just in case anything gets missing. And I think there's a lot to learn in here. There's this one line that I saw a ton of his ads, his email sequences. Also, even during the live event, he says, I'm going to give away something to everyone. I can't tell you what it is, but I can tell you it's better than an NFT, but less than a Bitcoin. And every single person who shows up live gets one. Break that down for me and why that's smart. That's good.

6:08Although I can't even remember, because I bought everything. I spent the full, that's another thing, by the way, if you're into marketing, if you're a business owner, like I bought every single thing he had to sell on that live stream. I ended up spending like$6 ,000 because I wanted to see what was inside of everything. And so I can't even remember what that gift was. Did you, I have like also the, I mean, I didn't want the 200 books, but I bought 200 books.

6:41yeah i think the writing is is very good but it is relatively standard practice it's a relatively standard direct response marketing style webinar campaign so if you were to look at anyone else's live event that is in the direct response space you're going to see the same type of email often even the same copy. So that's the cool thing is for me as a marketing nerd, I get excited when I know, oh, that's this type of email. Right. This type of, and for example, I knew we were going to have the live only offer because that's the way you're supposed to do it with webinars. What I didn't know was that he was going to do three more days of it.

7:24Right. Okay. We'll get to that. There's this new thing called AI. AI is artificial intelligence. It's all anyone wants to talk about. AI. AI. AI. Right now is the time to harness the availability of AI. This is the greatest technology I have ever seen. The type of innovations that we're seeing are mind-blowing. We're trying to make death optional. I'm building a drone company. I call them BroBot. We're definitely in a gold rush. People don't even want to create billion-dollar companies. They're talking about trillion-dollar companies here. A billion-dollar company is not interesting for us. How can I extract as much gold as possible?

8:08What if we hosted the largest hackathon there ever was, and that's exactly what we did? Morning, guys. Day one of building a revolutionary music app. This is my idea. We are building a project with Bolt for the hackathon. We're excited to show you how it works. I'm going to stop the app and I'm just going to go to work. A billion people have the ability to turn their ideas into reality, into actual businesses, into actual products that solve their own problems and the problems of the people around them in their communities. I made an app and I have zero idea how to code. Hi, I'm Sam. I have zero coding experience and I just figured out what I'm going to build.

8:49What's at stake here is over a million dollars in prizes. Oh man, I'd love to win that. Good luck to everybody and we'll see you in 30 days. Are we ready to handle this? We've prepared a lot. Like, you know, you just, you have no idea until you actually kind of hit the starting line. How are we going to actually pull this off? The referral program. Have you seen this before? They did this so well. So this is something I've never been able to pull this off for myself or for anybody else. This is, so basically the idea here is that you get other influencers to push people, other influencers or other individuals to get people to turn up to the live stream and pre-order books or order books.

9:37And they then have a prize for like the top 10 people, the top 10 referrers and the top 50. Oh, I think you have it on the next page, like the prizes. But usually there's like prizes or the amount of people that this person sent or the amount of purchases from that particular affiliate but this is something i have to say is so hard to pull off technically that we've always stayed away from it he did it really well and i don't know if you saw i think on the third day of the live stream they announced all the winners and it was like a whole big ceremony

10:15I saw it, they were butchering their names yeah doing affiliate that's the kind of thing you can only do I think when you have I mean I'm sure someone's going to correct me and say there's an AI tool that does this really well but it's still, it's hard to track it's hard to keep, for me this is always just like too it's a step too far for my brain It's advanced mode too. It's advanced mode. Yeah, it's a nice to have. Okay, so that's fair. That's good to know actually. Did you see, one thing, I've never seen this done before. In the, I wonder if you have the screenshot of this, when you registered for the book to turn up to the book launch, he already gave you the offer to buy it immediately before the launch.

11:06Did you see that? Are you looking at my screen right now? Yeah, I'm looking at your screen, but I don't see the pre-order the book here oh yeah so that yeah exactly so this was a pre yeah exactly and if you pre-ordered it you got an extra bonus you remember you and I did an entire episode on bonuses and how powerful they are yeah this entire so in the direct response space they're called Mifky's most incredible free gifts ever anybody watching Alex Hermosi's event and I think you guys should rewatch it. You'll notice that he talks about the book maybe 5 % of the time. He talks about the free gifts 95 % of the time.

11:45Free gifts, things that are bundled into the product if you buy it within a specific period of time. I always say so much better than discounts, so much better than giving money off and such a better way of creating scarcity and urgency without having to fake it. You know, when you do, we talked about this with software. It's not like you're going to run out of software. And so you can't just be like, you have to buy it now because if you don't, we're going to run out of licenses. No, you buy it now and I'll give you this nice other stuff. You buy it later, you don't get this other stuff. But the price is the same, which is cool.

12:22Because he wanted to get, this is a cool example. He wanted to win the Guinness World Record for most amount of books sold in 24 hours. Everybody knows they can buy that book on Amazon today. So there is no rush. But the rush was he gives you all this other stuff if you buy it now and even more if you pre-order it. He cleaned up. And then he does such a good job with like, look at these emails, right? 30 minutes later in case you missed it. Yeah. 30 minutes. Yeah. Dude, the email thing. So when I'm helping a friend, whatever, with like doing a campaign, let's say Black Friday, I asked them, how many emails do you send for Black Friday?

13:05They're like, yeah, usually like one. And I'm like, okay. Now, everything depends on how much of a unsubscribe rate you're willing to handle. Again, everything depends on the brand and the unsubscribe rate willingness. But sometimes just ramping up the emails is the simplest way to increase revenue. If your Black Friday campaign usually makes like 400k and you're sending three emails, you might literally make 600k by sending six emails. It sounds so stupid. We've seen it time and time again. yeah if you ain't sending you ain't winning just to be clear because people always say this they're like yeah but it's annoying to get this many emails from someone uh yes it is um but they always are they're always playing with their unsubscribe rate they're always testing their comfort level with their unsubscribe they're not doing it blindly they're not just like oh my god i'm so surprised people are shocked and annoyed about the emails and we got so many unsubscribes they have a percentage in mind that they're not willing to go over and every company has a different percentage in mind my take on on her mozi is this 30 minutes later is like a stretch you know like that's a bit much but do whatever like there's a spectrum from like i send one email or i'm her mozi to i send 100 emails find what works for for you and what feels right there's a higher spectrum than her mozi and it's Russell Brunson.

14:40He sends more emails than Hormozy. Okay, there you go. I'm new to this whole spec. You teach me everything about this sort of stuff. I want to know what everyone is doing in the marketing space, no matter what style of marketing they're doing. I think if you don't have crap tons of money, as in if you don't have loads of funding from investors. For example, OpenAI shouldn't do this style of marketing because they do not need to. They've got a crazy product, crazy traction, and they're funded. They have their startup that's funded. This style of marketing works well for bootstrapped companies. When I say this style, I don't mean this intensity.

15:26I mean direct response, light mode. Works well for companies that don't want to have billboards, don't have the money to have a Super Bowl ad or whatever. This style works really, really, really well. And most of it happens over email and live streams. Two quick notes on this email. I like how he included images, like kind of crappy images. It just feels like Alex is writing this to me. And I also like how that email itself isn't overly designed. the point I'm showing here is just he's hitting you eight days, seven days, three days later. Like he's literally, you know, oh, there's going to be five mystery headliners.

16:12Like you got to show up, right? Here's a sneak peek. He is just hitting you with email after email. It's like, look at this. Look at this. Yeah, it's a lot. Three hours left. Oh my God, we're live. And then he texts you also, by the way. I know I got a lot of text messages. Yeah. So this is just email. Okay. So this is the standard for people who want to get, you know, convert some of your audience, either your organic audience or you're doing paid ads. This is one way to do it. Either you can do it more aggressive, more Russell Brunson, or you can do, in my opinion, a little less aggressive, which is what I would do.

16:54But whatever floats your boat. I want to then go to this point. Did you know that he was sending letters? I didn't know. I didn't see this. I got this five reasons thing through the text message, like a video text message from him. I think if you were in the US, just because you're in Germany, so maybe he wasn't doing it everywhere, but in the US, what's the cost for sending a letter? He said he spent like$450 ,000 per day on marketing in general in the lead up to the event. So I think this idea, he obviously did the numbers and he was like, okay, at 50 cents, if it 2x's their likelihood of showing up, it's going to back out to profitability.

17:51I love this. I think this is so cool. I think this is such a, again, if you're looking at this and not getting that you could use this in your style for your business. It's crazy. If I'm starting my design agency again from scratch and I have a couple of people who turned up to a webinar or something, I think sending a letter like this is just so unexpected in many spaces. It's an unexpected thing to happen. It's like, what the hell? Totally. And I think it's well done. It comes with a postcard, it's got this great image. the greatest free event ever like the copy is so good it's I mean QR code especially if you didn't know what a webinar was this would be like what the hell right so then you get that I also wanted to show some of the ads so interesting to note that he did 1100 different creatives on meta alone before the event yeah that's a lot more than we do you know i think he's obviously you know he's trying to he's trying to get the most bang for his buck yeah and he's trying to figure it out right he's trying to he's he's trying to yeah he's trying to get the creative that works and and as you know you do have to do a lot of a lot of ads to see what works a lot of people you know try one ad and they're like it doesn't work right yeah you i mean to do ads right you have to have a lot of creative to even to even let the algorithm figure out which thing makes the most sense totally and then we do like 30 at a time we never have done anything remotely close to this after the event he still has 85 ads unreal right i mean the his company is a machine like this is millions of dollars and spend per week to keep this crazy thing going.

19:55I found it funny looking at the response to this. People were like, Alex Ramosi, he always says he's nothing to sell you. And now he's like blasting everybody all at the same time. I think what people don't realize with like influencers or anybody doing free content is the idea is that you're building up a lot of goodwill to warm up the audience, to get a certain percentage of the audience to really trust the way you do things is the way that they like to hear about and then when you have something to sell as you saw here much of that audience will pile on and just say yeah I want to give you money and then of course there's going to be people on the outside who are like what the hell this is bull crap he said he wasn't selling anything totally that was his whole shtick right I'm not selling anything meanwhile these amount of emails I felt this time.

20:51So what I was saying to my business partner, I was like, you know, at on day three of the live streams, I was like, he's trying to burn the whole list here. Like this is the level of marketing that he did was like, burn the list level. Let's just get all the money and go and live on some island. And so I was, I, as someone who has a very high tolerance for this type of marketing, because I look at it all the time, I was like surprised that he went so hardcore. Because last year, I don't know if you remember, last year, he did sort of a like rug pull joke where he was pretending to do a webinar pitch.

21:31And then he was like, but actually, it's all free. Forget all of this direct response marketing stuff. and everyone in the direct response space was like, oh my God, Hermosi just killed the webinar. Like webinars are dead now because Hermosi just exposed that they're all bullshit. And then this year he used the classic webinar structure and it worked even better. So it was, I was very surprised by it. Did you see the bit in the webinar where he pulled out a letter and said, hey, put the slides away. I want to read this letter. Did you see that part? When I saw that, I was like, Jason Fladleyan wrote this webinar.

22:13Well, did Jason Fladleyan write the part where he drank a beer out of his shoe? I don't think so. I don't know. I have no proof that Jason wrote this webinar at all. I don't have proof. I'm kidding. But he did write the bit about the shoe. That was good. Okay, I want your opinion on the websites. To me, as a product design person, I almost want to throw up, to be honest. But I know that this works. So walk me through on why you think this is well designed. I think it's two things. I think that when you're trying to sell something that is, especially in this info product space, we call a book an info product.

23:00It's just a product where you're getting information from it. Um, often you have to use a lot of copy to get people interested in the thing in the first place. And a lot of like, I mean, here, if you just scan this, you know, it's a live event. You know what you're going to get out of the watching this video. You can see the CTA, although it's actually slightly blending into the purple background. You can see the timer. He wants all of this to be above the fold. They're not obsessing about design. and for me it just does the job it needs to do we have created much worse looking pages in a rush than this and we okay over the last 14 years we've also done a lot of testing and pages with crap tons of copy tend to do better than our slick short pages like our full stack facilitator in-person training event, which is prestigious in that it's like a$14 ,500 ticket.

24:03That page is endless. And it began as a very simple page. Now it's endless. And we kept adding to build up the conversion rate. Sometimes these cluttered, busy pages just do better than the simple ones. Here's the affiliate page. is short and sweet. Yeah, I think that was like that affiliate page is like the B project. It's not the one that gets all the attention. Exactly. I will say it is interesting to note that every page has a video on it. Did you see the actual product page? You have it here. Did you see how long this page is? What do you think about this page? Break it down for us. I like it.

24:51It's the longest product page I've ever seen in my entire life. I don't know if you were like, even screenshot tools weren't working properly to get like, I was using clean shot X to scroll and get it and it just kept crashing. So I think this page is a perfect, absolutely perfect info product, book, course, in-person event, anything. I think it is the perfect one of those pages. The copy works well. It's hitting you from every different angle. and the thing is people don't understand that they're like oh my god this page is so long who's going to read it yeah you only keep scrolling if you need more proof that's the point of a long page at any point you can stop and buy the thing but he's making sure that the scrolling keeps going as long as you keep needing proof for the people that need more and more and more info i think this page is fantastic i screenshotted the hell out of it because i know it will be taken offline soon And I think it's great.

25:53The only thing that I think was confusing about the pitch versus landing on this page was the fact that I couldn't really tell what things I was getting if I just bought the book. And there was some confusion there around the actual bundles themselves, which I saw people in the chat having issues with. But overall, I think the page is excellent. yeah if my team presented me with this page i would be delighted what did you think about the ai business advisor gpt wrapper i mean i bought it and have used it zero times so far so i i didn't care about it but uh i just assume it's not going to be useful for me.

26:43This is also a common thing. If you're selling an info product, having a live event that's coming up within the next two weeks, that's also a big way to create scarcity and urgency for something that there isn't truly scarcity and urgency for in an ethical way. And it's virtual, right? So it's a virtual event, yeah. Relatively easy to put on. I won't have time to go to it. It's next Tuesday, but I bought it I mean I bought the full package I bought everything again I just want to see the confirmation emails I want to see how badly their support team is fucking up when something this big happens because when we do events for ourselves or for clients the support thing is a nightmare and I'm happy to tell you their support has been a disaster and I still haven't gotten my stuff that I've paid for the investment why it's practically free.

27:39When I read that, that feels sketchy to me. Yeah, so there are things that I would never use in terms of, like this. So his use of the term free was very open to interpretation. That's something I wouldn't personally recommend anybody doing. I think it was, at worst, I think it was sketchy. At best, I think it was confusing. yeah yeah i just feel like you didn't need to say that you could just said like first of all if you've scrolled this long if you still have fingers from scrolling um chances are like there's a good you know there's a good chance you're going to convert and saying saying something like this i think is going to actually turn off a lot of people um yeah i i mean there's things in there that i think there was just so many moving parts in this I think if Hormozzi himself was going through every step of it, he would probably be like, I don't know about this one.

28:39Of course. I don't know. I don't know Alex Hormozzi. But again, I was surprised he went this far. I was surprised he went all the way to Russell, all the way to Jason Fladlian, because last year he was so far away from them.

29:01Interesting. This also was a bit of a stretch. These playbooks cost$35 ,000 each. Okay, I'll tell you something about the playbooks. The playbooks when he showed them was the moment I bought the$5 ,000 package. Not because I care about this claim, because I don't care about it. At one point, your audience does not understand how powerful printing stuff out is probably because they haven't tested that with their audience. If you're selling a piece of software and you're offering on a webinar, hey, if you join this this week, we'll also send you a folder. In this case, it was a folder with 12 playbooks in it, 12 short playbooks.

29:53And these playbooks are like, you know, things that are only in printed format which i think is a great like thing uh like hedge against ai stuff and so i was just like actually especially the hooks and the um pricing playbook i actually do want to have these for projects that i have coming up and so i bought it i wanted the printed out stuff i'm excited to receive the folder the physical folder it just excited me it sounds really stupid but whenever we print stuff whenever we print stuff or have printed things people go crazy for it that's actually a good good tip like in the in an ai world like printing physical goes a long way especially if you say there's no digital edition of it yeah so anyways this is the longest landing page the longest it's the longest we got to the bottom somehow so yeah i think look again And I'm doing a lot of caveats here because I know your audience.

30:55It's a lot of startup founders and they don't like this type of marketing. What you're seeing here is the edges of how far you can go with that type of marketing. Nintendo then is over here and you choose where you want to be. It's not that you have to go that far to make it work. You just choose where your brand fits into this and you can have a lot of fun. So we have been doing webinars at my company for about seven years. And our webinars are silly, goofy, chaotic live podcasts that are totally insane. And they always start with me saying, Hey everybody, just so you know, I will try to sell you something here today.

31:44That is my goal. But as well as that, I do want to give you value. you. So I always say right up front for my own, not even my own conscious, just so I can relax and people aren't wondering, am I going to try to pitch them something? I always say straight up front, I am actually going to pitch you something. I really believe in what we're selling. So I do want to pitch you. And until that point, I want to give you as much value as possible. And it's just also very chaotic because our brand is humorous and silly, lots of swearing, lots of mistakes, setting up cameras and stuff, just because that's actually what happens.